Wirkungsanalyse von Verkaufsförderungsmaßnahmen bei Öko-Lebensmitteln in verschiedenen Einkaufsstätten

Summary

This paper presents and comments basis data for point of sale marketing on organic products. The main issue of this contribution is to offer an overview of sales promotion instruments as well as evaluating different kinds of sales promotion. The study is based on a quantitative empirical method which allows the comparison of sales promotion effectiveness for organic food in food retailing and specialised organic food retailing. Based on the empirical findings on conventional food the study is designed as an EBA-CBA-(food retailing) respectively an EBA-(organic food retailing) experimental setup to investigate the effects of price and communication elements of sales promotion as well as tasting actions at the point of sale.